Mukbang media: correlations with the dietary behavior of children and adolescents in Korea.

Background/objectives: Mukbang, a trend originating in South Korea and gaining global popularity, could influence children's food choices and eating habits. This study analyzed the correlation between Mukbang viewing time in children and adolescents, their meal consumption frequency, nutrition quotient (NQ), and frequency of food intake.

Subjects/methods: From July to August 2022, this cross-sectional study investigated upper elementary students (ages 9-11 yrs) and adolescents (aged 12-18 yrs) using an online survey. The survey items included key demographic factors, Mukbang viewing frequency and duration, frequency of main meal consumption, commonly consumed foods, and the validated NQ, which was used to assess food intake quality. Multiple linear regression analysis was used to explore the link between Mukbang viewing and nutritional habits.

Results: Weekly Mukbang viewing time was significantly correlated with eating habits after adjusting for gender, age, physical activity frequency past week, household income, and primary caregiver's level of education. Increased Mukbang viewing time correlated with reduced frequency of breakfast (P for trend < 0.001) and dinner (P for trend = 0.012), while the frequency of eating out (P for trend < 0.001) and late-night snacking (P for trend = 0.008) increased. Higher Mukbang viewing time notably decreased scores in the moderation domain (P for trend < 0.001), in the practice domain (P for trend = 0.031), and overall NQ (P for trend < 0.001). It also significantly elevated intake of sweets (P for trend = 0.001), Korean-style street food, Western-style fast food, instant noodles, sweetened beverages, caffeinated beverages, and fruit and vegetable juices (P for trend < 0.001).

Conclusion: This study identifies a negative correlation between Mukbang viewing and eating habits among Korean children and adolescents. The results indicate the importance of incorporating children and adolescents' media usage and environmental factors on dietary education and the development of policy programs.